Cross Channel Marketing

Today's marketers need the ability to execute triggered, recurring and one-time campaigns on every channel. They need the ability to visually build workflows based on customer behavior at every step of the customer lifecycle. Equally important is the ability to set message limits at a per customer level to avoid the problem of message overload if a customer triggers multiple workflows.

We are well past the era when "Hello firstname" was considered to be the height of personalization. Today's customer demands every element of their experience be personalized.

Advanced marketers require that each attribute of every customer action be available as dynamic content for personalization. They need a system that can enable them to express this dynamic content not only on email, but also in channels like mobile push notifications and websites.

RFP Questions for Cross Channel Marketing

Orchestration

1. Does your solution provide a visual interface for business users to design and deploy adaptive customer journeys that execute across multiple delivery systems simultaneously?

2. Can your solution trigger messages across multiple channels simultaneously from one journey, including across email, mobile, web, in-app, push, messaging, customer support, and offline channels?

3. Can journeys dynamically adapt subsequent messages in response to customer interactions, including interactions on other channels?

4. Can your workflow trigger an API call to another solution? Describe how that is done.

Campaign Management

5. Describe your solutions abilities to schedule messages and recurring campaigns. Can campaigns be paused, rescheduled, and/or modified?

6. Does your solution enable frequency capping? Can you limit the total number of communications sent globally and/or by user in a certain timeframe?

7. Does your solution provide support for day-parting (i.e. limiting triggered messages to go out only on certain days and times)?

8. Does your solution allow you to set priority levels at the campaign level and at the message level?

9. Does your solution provide a calendar view of all past and future campaigns?

Personalization

10. Can your solution personalize messages in real-time and determine the next-best-action at the user-level based on up-to-the-minute data in the customer profile, predictive scoring values, and customer behaviors?.
11. Does your solution enable marketers to configure personalization outcomes that drive customer journey optimization?
12. Describe how your solution creates dynamic content. What user and event attributes can be used to personalize content?
13. Can your solution fetch external content in real-time from in-house personalization systems and include them in messages right before sending?
14. Does your solution autonomously update the text, images, offers, and other template elements in real-time for each user based on the latest user data and behaviors?
15. For which channels do you support dynamic content personalization?

Triggered Workflows

16. Can your solution execute responses and trigger communications across channels based on customer behaviors, events, states, and other defined criteria as well as changes in product data, status, and pricing?
17. Can your solution trigger a message in one channel based on a real-time interaction in another channel?
18. Describe what rules and triggers exist to automate lifecycle and transactional campaigns within the campaign workflow.
19. Can your solution trigger a response to buyer behavior in real time, not just based on the campaign schedule?

Read Blueshift's responses to these questions